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Be yourself, and you'll crush the publicity thing

Be yourself, and you'll crush the publicity thing

Publicity parallels lie in the NBA on TNT's move to ABC/ESPN

Gail Sideman
November 21, 2024

After it was announced that the NBA on TNT studio show would move to ABC’s/ESPN’s air after 35 years with its mother network, I noted its personality as its value being parallel to an athlete building a brand for NIL. With apologies for using an overused word, it’s all about authenticity.

It’s the same for you, no matter who you partner with in business. You be you, and you’ll be happier for it. Like the athlete shopping for a name, image and likeness deal, you’ll thrive when you connect with a business that reflects what you believe in, enjoy and aren’t afraid to share it with the world.

Be yourself like these guys, and you’ll feel comfortable publicizing whatever you sell.

With that, the why, as written for NILPublicity.com …

In media news, ESPN has snagged the rights to TNT’s popular Inside the NBA studio show. Beginning in 2025, Ernie Johnson, Shaquille O’Neal*, Kenny Smith and Charles Barkley can be seen on ESPN’s airwaves, which ushers in a new NBA media rights deal.

Anyone outside of this deal might ask, yeah, so …?

One of the hardest things for athletes – especially when they’re not used to working with media or caring about their brand – is how to publicize themselves. Sure, you can keep it real with teammates and friends, but some people in my lane (PR, publicity) suggest flipping a switch so businesses want to sign you to NIL deals. While there are things you can do to get better known, I disagree with telling someone not to be themselves to get a job.

Whether you’re trying to land an NIL sponsorship or make new friends, you be you. It does no one any good to pretend to be someone you’re not. If a business offers you money to promote something you stand against, a simple, “no, thank you” will do. There are others you’ll feel better about working with.

The NBA on TNT has forever been unscripted, and producers encourage the guys to have fun and be themselves. When the show moves to ESPN, I hope it keeps the same free-flowing, conversational and goofy vibe viewers love today. If not, the brand breaks.

What works for another sports property works for you, too. If it’s not good for a studio show as in this case, it’s not good for you either. You be you, and you’ll value what you earn. You won’t dread the job. What you will earn is respect.

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